Amazon Now starts 10-minute deliveries in Mumbai after Bengaluru, Delhi success

Mumbai: Amazon has rolled out its super-fast delivery service Amazon Now to parts of Mumbai on Thursday. This makes Mumbai the third city to get the service, after Bengaluru and Delhi. The pilot started in Bengaluru in December last year, and a few months later, the service was launched in Delhi, according to Fortune India.

Samir Kumar, Vice President and Country Manager of Amazon India, said, “We launched Amazon Now in Bengaluru earlier this year to deliver essentials within 10 minutes. The response has gone far beyond our expectations, with daily orders rising by 25% every month and Prime members shopping three times more often after starting to use this service.”

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As Amazon adds more cities, it is also widening the list of items that customers can order through Amazon Now. However, the 10-minute promise does not apply to every product on the platform.

For now, only essential items are available in minutes, while groceries and about 40,000 other products are delivered within an hour. Over 10 lakh products can reach customers on the same day, and another 40 lakh items can be delivered the following day, the company stated.

The essentials include daily groceries, personal care and beauty products, baby supplies, small appliances, pet care, mobile accessories like chargers and covers, and urgent festive needs.

Amazon plans to expand the service to more cities in the coming months, especially during the festive period. Customers can find the service on the Amazon.in app, marked by a “10 mins” icon at the top.

Abhinav Singh, Vice President of Operations at Amazon India & Australia, explained, “We launched this in Bengaluru and then in Delhi. The goal is to make it a useful service across the country, not just limit it to certain cities.”

Unlike other quick-commerce players, which give free deliveries only above a certain order amount or for a limited number of times, Amazon provides its 10-minute delivery at no extra cost for all Prime members, without any usage cap.

To make this possible, Amazon has opened 100 micro-fulfilment centres across Bengaluru, Delhi, and Mumbai. By the end of the year, the company plans to add another 100 such centres.

Even though Amazon took time to enter quick-commerce, it appears focused on expanding carefully into cities where it already has strong networks of fulfilment centres and delivery partners. Kumar added, “With our solid operations base, we’re making shopping faster and more convenient. Essentials reach in minutes, groceries and thousands of items in hours, and millions of products the same day or the next.”

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These micro-fulfilment centres work alongside Amazon’s larger warehouses. They are small, tech-enabled hubs designed to handle ultra-fast deliveries. Essentials are stored in these centres after studying what each neighbourhood usually orders.

According to the company, “These centres keep essential products close to customer areas, using advanced systems that arrange stock based on local demand to ensure faster and safer delivery. By combining Amazon’s logistics expertise with neighbourhood-based storage, we make sure orders reach customers’ doorsteps within minutes.”